KATE SERLING
Graphic Design
Safe Boating Week Placemat
Waukegan Sail & Power Squadron
I was asked to design a 12" x 17" double-sided placemat by the Waukegan Sail & Power Squadron Executive Committee. The placemat was used in restaurants along Lake Michigan to promote National Safe Boating Week during the summer. Once the design was approved by Boat U.S. Fountation, 10,000 placemats were printed at The Bureau, a lithography vendor in Minneapolis. Boat U.S. Foundation is a national non-profit organization that creates education and outreach campaigns, researches issues and products, and helps boaters learn to be safer and better stewards of the environment.
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Best of Acappella CD Cases
Varsity Vocals
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Varsity Vocals releases a cd every year that showcases the "Best of High School A Cappella" (BOHSA) and the "Best of College A Cappella" (BOCA). I designed the BOCA packaging in 2008, and I have been creating the artwork for each release of BOHSA since 2008. I have been given complete creative freedom with each piece, and I work closely with Disc Makers to see my art files through printing and production.
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Trade Show Invite & City Guide
Niven
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GlobalShop, the annual industry trade show, was held in Chicago in 2008. Niven wanted to remind their clients to register; and they wanted attendees of the show to easily find their way around the city and visit Niven's office while in town. I designed two print pieces to accomplish this. The bi-fold was sent out months ahead of the show with a registration coupon tucked inside along with an account manager's business card. The city guide was sent out to all of Niven's clients just before the show. When unfolded, you can see a map of Chicago marked with the location of each of Niven's recommended destinations.
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Logo & Website Redesign
Niven
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Niven wanted to refresh the company's brand identity for its 35-year anniversary. I created a fresh, modern logo for Niven while preserving the integrity of the company's history. Niven wanted the logo to be updated, but not so different that it would be unrecognizable by clients. Niven also wanted to give their website a facelift with a clean, new look. I worked closely with an agency to create the new website layout. I collected content, edited copy, supplied photographs, and directed revisions up until the launch date. I continue to update the blog and keep the website current.
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Wedding Invitations & Signage
Personal Project
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I designed the 3-piece invitation for our summer wedding along with all of the signage for the event which included lawn markers, ceremony programs, name cards, a photo board directions, table numbers, menus, bars hours, drink lists, and thank you tags for the favors. The theme aimed to be cute and casual, yet classy. Most items were created using a recycled, chipboard texture and white illustrations and text. I used chalkboard-style items to convey information in a friendly and approachable way.
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Trade Show Mailer
Niven
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Niven was looking for a clever way to invite clients to their booth at GlobalShop, the annual industry trade show. I came up with the idea of sending coconuts to each client with a message reading, "Break into something fresh with The Niven Marketing Group at GlobalShop 2006... Visit us at Booth #9523 in sunny Florida!" I created monochromatic artwork to be pad printed onto a corrugated substrate. I also designed a graphic to be digitally printed and adhered to the inside of the package. Coconuts were packed in a burlap bag, and padded with raffia inside of a box that looks like a weathered, wooden crate.
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Shopper Marketing Ads
Niven
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Niven advertised quarterly with a full-page layout in Shopper Marketing magazine. I created an ad for Niven's 30th anniversary along with ads highlighting some of Niven's most successful displays. I worked with modeling agencies and a photographer to set up a casting call in order to select the right person to represent the shopper in each photo. I chose multiple wardrobe options for the model and directed the angle, lighting, and details of the photo shoot. I identified the best photo out of hundreds of shots and then guided a freelance designer on the final copy and layout of each ad.
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